CRAYON COMPETITIVE
INTELLIGENCE BLOG

Marketing today isn’t just about creativity—it’s about strategy, pipeline, and outperforming competitors. But here’s the reality: relying on traditional marketing tools may no longer cut it. With ...

Since its launch a month ago, Crayon Sparks has had an outsized impact on how Crayon customers compete, enabling them to transform data overload into effortless, actionable enablement. Sparks By the ...

In B2B organizations, Product Marketing and Sales teams are critical drivers of growth, yet aligning these two functions can often be a challenge. This is why we teamed up with Yi Lin Pei, PMM ...

In today’s business landscape, hyper-competition is the norm. A staggering 94% of companies report that their markets have become more competitive over the past year, a trend that has compounded over ...

According to Harvard Business School, of the approximately 30,000 new products launched each year, about 95% fail. Of course, the product failure rate varies from one industry to another—for example, ...

Even the greatest product will be overlooked if it lacks a captivating message that resonates with its target customer in a way that no competitor can match. Doing this isn’t easy. It requires ...

Product marketing is easily one of the most cross-functional (and busy) roles in an organization. Product marketers have to juggle the messaging and positioning of products, lead product launches and ...

Picture this: It’s Tuesday afternoon and yet another request just got added to your to-do list in Airtable. You take a look and immediately think to yourself, “There’s no way I can get to this. In ...

Product marketing interviews are tricky—it’s inevitable, given the interdisciplinary nature of the role. If you’re a hiring manager, it can be overwhelming trying to narrow down the list of potential ...

Right off the bat, let’s make sure we’re on the same page in terms of definitions. In its simplest form, a market consists of buyers and sellers. Technically, we could also include suppliers, ...

At all business levels—and especially at the enterprise level—product pricing can be a challenging yet vital activity. How much should your company’s products cost? Should you go with tiered ...

Teams are constantly looking for ways to stand out in crowded markets. Customer case studies may be just the differentiator companies have been seeking to give them that competitive edge. Not only do ...

For your company’s new product to succeed, a lot of dominoes need to fall. It needs to relieve the right pain points. It needs to be priced appropriately. It needs to stand out—functionally or ...

A Google search for “sales and marketing alignment” yields dozens of case studies and blog posts (including one that we wrote). This is unsurprising; it’s generally taken for granted that getting ...

The difference between product marketing and product management is not an especially clear one. Within a given organization, both product marketers and product managers are intimately familiar with ...

No one cares about the price of your product unless they’re interested in buying it. (Or they're interested in gathering competitive intel. But we'll set that aside for now.) Prospects who visit your ...

In order to stand out in a crowded market, you need to position your solution in a manner that resonates with your prospective customers. Nothing you say will resonate with your prospects unless you ...

No two product marketers are the same, which means that no two product marketing teams are the same. Some are large, supporting multiple product lines, features, specialties, and more. Some are small ...

Hiring the perfect product marketer with the right combination of skills for your organization is no easy feat. In a recent blog post, we discussed what product marketing actually is. Although ...

Ask one hundred companies what a product marketer does, and you’re likely to get one hundred different descriptions. Product marketing is one of those roles that varies so much from industry to ...

The new year is here and it’s time to dive into the oh-so-beloved activity of building a marketing plan. OK, maybe it’s not so beloved - after all, it can be daunting and challenging to come up with ...

Most startups and growth-stage tech companies are understandably judicious in their outlay of capital. When you’re under the venture capital magnifying glass and trying to prove your product is ...

A successful product launch is a machine with many moving parts—it requires focus, clear-thinking, and organization to successfully pull it off. While many product marketers are laser-focused on ...

Whenever I start a new product marketing role, I’m always racing to accelerate my learning curve. There’s no escaping that the effective messaging, personas, and fundamentals of this craft demand ...